segunda-feira, 30 de junho de 2008

Gorila vs Orangotango

Eu escrevi aqui sobre um novo viral da Levi's, afirmando que ele bebeu da mesma fonte de um conhecido viral da Ray-Ban.

Pois bem. Há alguns dias atrás eu tive contato com mais dois vídeos da marca, que dessa vez parecem ser um pouco mais originais. E de acordo com o que li aqui, os 3 compõem uma série de virais da Levi's lançada recentemente na internet. Vejam os dois últimos vídeos na sequência :





Uma coisa é certa: muitas marcas ainda acreditam na velha fórmula "habilidades mirabolantes supostamente criadas por consumidores". Excluindo o vídeo do orangotango - por razões óbvias - é notório o esforço para fazê-los parecer real. Mas será que isso cola com os consumidores, cada vez mais "vacinados" contra esse tipo de ação? A resposta está nos comments nas páginas dos vídeos no YouTube, onde "fake" é a palavra mais comum.

Acho que estamos em um momento onde não é mais válido tentar fazer comunicação criada por marcas se passar por vídeos criados por pessoas reais. Isso funcionava no início. Hoje em dia pouco importa de onde veio, desde que o conteúdo seja relevante. Sejamos legítimos, sinceros e, acima de tudo, transparentes.

O aclamado filme do gorila, criado pela Cadbury e vencedor do Grand Prix de Film em Cannes, confirma essa idéia. Seu único objetivo era proporcionar 30 segundos de diversão para as pessoas, e talvez por isso tenha sido um dos vídeos mais viralizados e comentados da história da internet, mesmo com a logomarca do produto no final.

Entenderam agora o título do post? E aí, quem ganha a batalha?

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